Publisher New York, W.W. Norton

Collection printdisabled; inlibrary; browserlending; internetarchivebooks; americana

Digitizing sponsor Internet Archive

Contributor Internet Archive

Part one: Introductory techniques. I. The key problem: capturing the attention -- II. The appeal to wants -- III. The problem of vividness -- IV. The psychology of effective speaking -- V. The psychology of effective writing -- VI. Crossing the interest dead-line -- VII. Making ideas stick

Part two: Fundamental techniques. VIII. How to change persons: the entering wedge -- IX. The building of habits: associative techniques -- X. Our unconscious fabrication habits -- XI. The problem of straight thinking -- XII. Diagnosing the public -- XIII. Training the creative mind -- XIV. Conflict and invention -- XV. The technique of humor -- XVI. The individual and his world

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